Activities Tourism –
Sharing Success
DATE : FEBRUARY 2011
Activities Tourism – Sharing Success
1.
2.
3.
Introduction ............................................................................................................................. 3
Setting the scene ...................................................................................................................... 3
The Market for activity tourism in NI ......................................................................................... 4
3.1 Activities participation falls with the tourism sector ............................................................................................. 4
3.2 Walking tops activities list ................................................................................................................................ 5
3.3 Gol` `urtb_r ^own ^om_stc] vcsctors‟ [a_n^[ ....................................................................................................... 5
4.
What the visitor wants ............................................................................................................. 7
4.1
4.2
4.3
4.4
4.5
4.6
4.7
5.
What the visitor gets ................................................................................................................ 9
5.1
5.2
6.
How is the recession affecting activities? .................................................................................................... 7
Wb[t cs tb_ `o]us o` [^ult‟s l_csur_ time? .................................................................................................... 7
Walking and hiking – Catering for all ages ................................................................................................... 8
Outdoor Adventure – The remit of younger women and men ........................................................................ 8
Cycling – Occasional cycling taps into a wider audience ................................................................................ 8
Fishing – Unpopular among women ........................................................................................................... 8
Canoeing/Watersports – Offers potential for the family market .................................................................... 8
Activities Providers................................................................................................................................... 9
Accommodation ...................................................................................................................................... 9
SWOT analysis ....................................................................................................................... 10
6.1
Strengths .............................................................................................................................................. 10
6.2
Weaknesses .......................................................................................................................................... 10
6.3
Opportunities ........................................................................................................................................ 10
6.4 Threats ........................................................................................................................................................ 10
7.
Recommendations to maximise the market ............................................................................ 11
7.1
7.2
7.3
7.5
7.6
8.
9.
Partnering for success ............................................................................................................................ 11
Urban outdoor activities ......................................................................................................................... 11
Social networking .................................................................................................................................. 11
Family days ........................................................................................................................................... 11
Night time activities ............................................................................................................................... 11
Conclusion .............................................................................................................................. 12
Sources................................................................................................................................... 13
February 2011
Activities Tourism – Sharing Success
Activities Tourism – Sharing Success
1. Introduction
Tbcs cs tb_ scxtb cn [ s_rc_s o` cnscabt p[p_rs [n^ cs ]_ntr_^ [roun^ Nortb_rn Ir_l[n^‟s (NI) activities tourism
offer. This series of papers is aimed at providing participants within the tourism sector with key insights
cnto tourcsts‟ n__^s [n^ tr_n^s, [n^ provc^_s c^_[s to b_lp ]omp[nc_s m[k_ tb_ most o` tb_cr cnvolv_m_nt
in the sector.
Activities are a key part of the tourist experience. Defining the market can be a challenging task with so
many activities available to tourists. For the purposes of this paper, the main activities examined are
fishing, golf, walking, cycling, outdoor adventure activities, water sports and equestrian activities.
Some of these activities are typically free to access (such as walking and often cycling) and so do not have a
value market size in their own right. The value from the activities market is drawn from other expenditure on
tourcsts‟ vcscts, on [r_[s lck_ food, drink and accommodation1. Activities are a key draw in their own right for
visitors, and so there is benefit to be had by all participants in the tourism sector through facilitating,
encouraging and getting involved in the provision of activities.
2. Setting the scene
Activities tourism is a truly global tourism segment. According to the Adventure Travel Trade Association
(ATTA) global adventure tourism was estimated to be worth US$89 billion (£55.4 billion) from 150 million
trips taken in 2010. This includes hard activities (such as climbing and trekking) and soft activities (for
example walking, bird watching and safaris). Soft activities make up the majority of this market.
The ATTA further reported that adventure travel is outperforming the wider tourism industry, and is being
supported by growth in domestic tourism (on a global scale). In early 2010, some 70% of ATTA members
reported that they were expecting sales growth for the coming year.
The above figures do not include expenditure on air travel or purchases of apparel and equipment, such as
skiing gear. This latter segment is estimated to be worth a further US$53 billion (£33 billion), presenting
further opportunities for the NI clothing and sports retail sector.
While the overall adventur_ []tcvctc_s m[rk_t b[s \__n arowcna on [ alo\[l l_v_l, tourcsts‟ [tt_ntcons [r_
being drawn by domestic market activities, due to the recession, which may have mixed implications for the
NI activities sector.
It may become increasingly difficult in the current climate to draw activity participants from overseas
markets. However, the areas which have experienced the sharpest decline are segments such as skiing.
Mintel UK reported that the largest growth can be expected to come from soft adventure activities such as
walking, cycling and canoeing. This may be good news for the NI tourism market when targeting overseas
tourists, as visitors look to less extravagant activities such as walking. Also it is encouraging for the NI
domestic tourist market.
Another positive for the NI activities sector is the price competitiveness of NI relative to neighbouring
regions with a similar offer. The Republic of Ireland (RoI) and Great Britain (GB) markets are the top source
for tourists to NI and have a lot more potential. For example the RoI market for activities tourism is
estimated to \_ wortb €1.1 \cllcon cn 2009. O` tbcs, €653 mcllcon ][m_ `rom ov_rs_[s vcsctors [n^ €404
million from the domestic market.
1
NB: Please note, all market size estimates must be treated with caution. They may include double counting as the participation count refers to a
case of participation rather than a visitor.
February 2011
Activities Tourism – Sharing Success
The Mintel report Outdoor Activities and Visitor Attractions - Ireland - December 2010 showed that
activities providers in RoI are struggling to capture the NI audience as they have limited opportunity to
differentiate themselves and have a higher cost base. So, there may be opportunity for the NI sector to
capture some of the RoI market. Similarly British tourists spent an estimated £1.1 billion on activities within
the domestic market. They spent a further £3.6 billion overseas. With a competitive cost base in NI and low
consumer sentiment throughout the UK, the NI tourism sector could potentially draw some of this £3.6
billion from competing overseas destinations, and even tap into the £1.1 billion GB domestic tourism
market.
This report aims to provide insight into how this can be achieved, how domestic tourists in NI can be
enthused and how the overall market can be built up.
3. The Market for activity tourism in NI
Activities tourism figures are not available for NI, but Fáilte Ireland estimated that activity tourists spend
33% more than the average tourist. Based on this, it is estimated that the activities tourism market in NI is
worth £55 million in overseas tourist spending. This equates to approximately 16% of overseas tourist
spending in NI in 2009. Combined with the RoI and domestic market, the whole market could be worth as
much as £90 to £100 million per annum in revenue for NI tourist businesses.
3.1 Activities participation falls with the tourism sector
The numbers of overseas visitors participating in activities has fallen since 2007, in line with a decline in the
wider tourism sector. Overall there were some 236,000 overseas participants in activities in NI in 2009.
Figure 1: Overseas Visitor participation in activities while in NI, 2005 to 2009
300
271
242
250
2,150
257
236
205
2,100
2,050
200
2,000
150
1,950
100
1,900
50
1,850
0
1,800
2005
2006
2007
Activities Participation ('000)
2008
2009
Total Visitors ('000)
Source: NITB/Mintel Ireland
NB: Please note, all market size estimates must be treated with caution. They may include double counting as the
participation count refers to a case of participation rather than a visitor.
The number of participants fell by 13% between 2007 and 2009, compared to a 9% drop in overall overseas
visitor numbers. However, though the overseas tourism market is highly important, the majority of
participation in activities comes from domestic tourists and from RoI tourists. The recession has seen
consumers less able to afford a holiday, while those that still take one are cutting down on the activities
they undertake in order to limit their spending.
In a Countryside Access and Activities Network (CAAN) survey of activities providers in 2008, it was found
that 65% of all tourist customers came from NI and a further 17% came from RoI.
February 2011
Activities Tourism – Sharing Success
3.2 Walking tops activities list
Walking is the most popular activity, as well as being one of the most resistant to the economic conditions.
Some 63% of activities covered in this article were made up by walking. Furthermore the numbers
participating in walking increased by 57% between 2005 and 2009, albeit decreased by 4% between 2008
and 2009. Placed in context though, this is a better performance than overseas tourism and activities as a
whole.
Figure 2: Overseas Visitor participation in activities by activity type, 2009
Equestrian
3%
Cycling
6%
Field Sports
2%
Fishing
4%
Special Interest
Sport
8%
Golf
14%
Walking
63%
Source: NITB/Mintel Ireland
NB: Please note, all market size estimates must be treated with caution. They may include double counting as the
participation count refers to a case of participation rather than a visitor.
Golf is the next most popular activity, though has been declining since 2006. The Mintel report, Golf - UK March 2009, noted that during a recession golfers do not typically fall in number, but just play with less
frequency. Cost is often cited as a reason for this.
Despite falling numbers, the proportion of dedicated golfing trips as a percentage of golf participation is
very high. Of the 33,900 participants in golf in 2009, some 27% visited NI specifically to play golf. By
comparison to walking, of the 149,100 participants, only 2% came to NI specifically to take part in this
activity.
The participation trends were similar with special interest sports. Some 43% of those participating in
special interest sports visited NI specifically for that purpose, while only 2% of those participating in cycling
did so to participate in it.
Fishing is a combination of a number of segments, each of which has different dynamics. Only a fraction of
those that went sea fishing did so as part of a dedicated fishing break however a high proportion of those
that went coarse or game fishing visited NI primarily to do so.
3.3 Golf further down domestic visitors’ agenda
Similar to overseas visitors walking and hiking was the most popular activity for domestic tourists. Some
14% of domestic tourists took a break in NI primarily to walk. A further 32% participated in walking while on
a break in NI.
February 2011
Activities Tourism – Sharing Success
Figure 3: Domestic Visitor participation in activities by activity type, 2009
Walking/hiking
14%
Outdoor adventure activities
11%
Cycling
18%
7%
Fishing
8%
Other Sports
8%
Golf
Canoeing
32%
14%
12%
11%
7%
5%
12%
9%
0%
10%
20%
Reason f or Visit
30%
40%
50%
Participated In
Source: Mintel Ireland/Toluna
Outdoor adventure activities was the next most popular activity, in terms of both overall participation and
in terms of specific outdoor adventure oriented breaks. Unlike overseas or RoI tourists golf had relatively
lower participation rates relative to other activities measured.
Figure 4: RoI Visitor participation in activities by activity type, 2009
Walking/hiking
7%
13%
Outdoor adventure activities
9%
Other Sports
8%
Golf
Fishing
5%
4%
6%
3%
Cycling
3%
Canoeing
3%
0%
10%
6%
4%
3%
5%
Reason f or Visit
10%
15%
20%
25%
Participated In
Source: Mintel Ireland/Toluna
Walking and outdoor adventure activities were also the top two activities for RoI visitors to NI. Other sports
also featured highly and this is perhaps an influence of RoI consumers having higher participation in
sporting clubs such as football, rugby and Gaelic Games.
There are a number of trends driving participation in activities tourism as a whole. In addition to this each
type of activity has its own target audience. The next section reviews these trends.
February 2011
Activities Tourism – Sharing Success
4. What the visitor wants
4.1
How is the recession affecting activities?
Trends in activities by overseas tourists show a decline in activities participation during the recession, but
how have conditions affected the domestic and RoI markets?
In the Mintel Ireland report Outdoor Activities and Visitor Attractions - Ireland - December 2010, some 26%
of NI adults and 38% of RoI adults claimed that they had cut back spending on holidays in the past 12
months. However, when looking at the key target market for activities tourism (15 to 25 year olds) this drops
significantly.
Some 16% of NI and 20% of RoI consumers, aged 15 to 25, have cut back on holiday spending. Furthermore,
activities are typically more frequently participated in by men, who are also less likely to cut back on
holidays, when compared to women. Though this still means a sizable portion of the target market is
looking to cut back, the situation for activities tourism is more positive than for other areas of tourism
spending.
However, the report did show that consumers are looking for increasing value for money when spending on
l_csur_ tcm_ []tcvctc_s. Som_ 24% o` RoI [^ults [ar__^ wctb tb_ st[t_m_nt “I look `or tb_ \_st v[lu_ optcon
when pl[nncna bow to sp_n^ my `r__ tcm_”. Tbcs w[s most scanc`c][nt [mona 15 to 24 y_[r ol^s [n^ [mona
men.
It is clear from this that consumers still want their leisure time and holidays during the recession, but also
want good value for money. For example consumers are opting for more free activities, and are more likely
to take picnic or packed lunch with them to save on the cost of dining out.
4.2
What is the focus of adult’s leisure time?
There are a wide number of trends affecting how people view their leisure time, and these influence how
tourists spend their holidays.
Wctb [acna popul[tcons cn Ir_l[n^ [n^ cn m[ny o` NI‟s k_y sour]_ m[rk_ts `or tourcsts, tb_s_ [r_ k_y
considerations when planning activities. These results show why less intensive (soft) activities such as
walking are more popular than activities such as canoeing. However, it also shows that there is an appetite
for a wide range of activities to suit all ages.
Scmcl[r ]on]luscons ][n \_ ^r[wn `rom _x[mcncna NI‟s \caa_st ov_rs_[s source market for tourists, Great
Britain. The Mintel UK report Activity Holidays - UK - February 2010, gives some key insight into trends
among holiday makers from this area. Some 47% of GB adults prefer relaxing holidays, while only 23% agree
that activity holidays are ideal for families. (Ipsos MORI UK, 2009)
The same report does give indications as to some of the motivations for taking activity holidays. Some 20%
agree that they are a great way to escape the pressure of everyday life, while 20% also agree that they are a
good way to socialise. Only 9% agree that they would prefer to take an activity holiday in the UK, however,
this increased to 17% when only those who would potentially go on an activities holiday for the first time
were included. This could potentially make NI a key destination for GB tourists to test out activity holidays
and learn skills to help them engage in activity holidays.
Int_r_stcnaly, only 6% [ar__ tb[t tb_y “[r_ `or tb_ youna”, suaa_stcna tb[t tb_r_ cs [n [pp_tct_ out tb_r_
among older tourists. The type of activity that they want is the key issue.
It seems that different groups of visitors want different things depending on lifestage and income. It is not
surprising then that each of the activities that NI has to offer has a different target audience. The key
t[ra_ts `or NI‟s k_y []tcvctc_s [r_ outlcn_^ [s `ollows, \[s_^ on [ sp_]c[lly ]ommcsscon_^ ]onsum_r surv_y
among domestic and RoI tourists to NI, and from a range of Mintel UK and Ireland reports.
February 2011
Activities Tourism – Sharing Success
4.3
Walking and hiking – Catering for all ages
Walking is one of the few activities that has a relatively evenly split between male and female interest
among both NI and RoI visitors. Those that take a break in NI specifically for a walking break, typically
come from younger age groups.
However, among domestic tourists, those that participate in walking as part of a wider scoping
holiday are more evenly split among the age groups. In contrast, RoI tourists that participate in
walking, but do not specifically visit NI for a walking break, fall in numbers as they age. It is possible
that older consumers like to participate in walking but are not as fond of travelling to do it.
The Mintel UK report Activity Holidays - UK - February 2010 had similar findings; that walking is a
more universal activity across all age groups, but younger walkers are more adventurous.
Further insight into the Walking Tourism market is available in the NITB Walking Tourism Insights
Article to be published in February 2011 (and is available to download Here).
4.4
Outdoor Adventure – The remit of younger women and men
The trends among domestic tourists and RoI tourists show that outdoor adventure activity breaks in
NI decline in popularity with age, but is still quite popular with adults under the age of 49. These
breaks were most popular among 16 to 24 year olds.
The key difference between domestic tourists and RoI tourists is that female domestic tourists
slightly were more likely to take a dedicated adventure holiday break in NI than males. For RoI
tourists this trend was reversed.
Trends between age and gender equalise among both sets of visitors for participation in outdoor
adventure activities as part of a wider break.
Outdoor adventure breaks were not measured as a whole in the Mintel UK report Activity Holidays UK - February 2010. However for more intensive activities such as mountaineering/climbing, these
were more male dominated and attracted much higher participation levels from those under 25.
4.5
Cycling – Occasional cycling taps into a wider audience
For both domestic and RoI tourists, men were much more likely to go on a dedicated cycling break in
NI. The difference in participation between men and women declined significantly for participation
as part of a wider break.
For any cycling participation, younger adults were more likely to participate, and very few responded
from those aged 50 or over.
UK tourists show similar results in terms of gender and lesser popularity among those aged over 50.
However, they did find that cycling was most popular among 35-44 year olds, and among couples.
4.6
Fishing – Unpopular among women
Men from both NI and RoI were much more likely than women to go fishing on a break in NI. For
domestic tourists, dedicated fishing breaks were most popular among 16 to 24 year olds, and for RoI
tourists among 25 to 35 year olds. For overall participation, 16 to 24 year olds were the most likely to
try fishing.
4.7
Canoeing/Watersports – Offers potential for the family market
For canoeing 16 to 24 year olds were the key age group for participation among both domestic and
RoI tourists to NI. There was very little participation outside of this group and little to no participation
of anyone over the age of 49.
What was different about canoeing to other activities was in terms of gender participation rates. In
terms of dedicated canoeing breaks in NI, women were almost as likely to participate as men.
However in terms of participation as part of a wider holiday, men were much more likely to participate
than women. This suggests that those with a keen interest in canoeing are relatively evenly split
across men and women.
February 2011
Activities Tourism – Sharing Success
In GB, for the wider water-sports activity break market, participation was highest among those aged
35 to 44, wctb p[rtc]cp[tcon r[t_s `[llcna scanc`c][ntly `or ov_r 55‟s. Tb_ wc^_r w[t_r-sports market was
also seen as a family friendly activity with almost equal amounts of participation from those with
families, as those without. This makes it the most family friendly type of activity break.
5. What the visitor gets
5.1
Activities Providers
The NI activities sector is made up of a large number of operators, most of which are small independent
companies. For example in a CAAN survey of activity providers, 31% of providers had an annual turnover of
less than £50,000, while 38% had a turnover of more than £200,000. This diversity is a strength of the NI
offer. With so many providers, visitors have a wide range of activities and sites to choose from.
The numbers of listings under key categories are outlined below from the Discover NI website
(www.discovernorthernireland.com). These refer to providers, sites and facilities. Angling offers the
bcab_st num\_r o` sct_s [n^ provc^_rs wctb botspots []ross tb_ scx ]ountc_s‟ l[k_s, rcv_rs [n^ ]o[st lcn_.
Figure 5: Number of visitor activities by activity type in NI, 2010
Number of
Providers/sites
424
Angling
136
Cycling
128
Golf
89
Watersports
Adventure
72
Activities
65
Equestrian
Source: Discover Northern Ireland
There is also a wide range of cycling routes and providers, and of golf courses. Adventure activities and
equestrian providers have the lowest numbers, but given the number of visitors to NI and the area in which
they travel, there is still a significant amount of choice for the visitor.
5.2
Accommodation
NI has a wide range of accommodation across all types to suit multiple target segments for activities
tourism.
Figure 6: Visitor accommodation by type, 2010
Hotels
Guesthouses
B&Bs
Self Catering
Hostels
Total
138
122
624
1288
44
Rooms
7,754
979
2,144
5,384
1,113
Bedspaces
17,352
2,239
4,899
10,511
2,533
Source: NITB
This range is vital to the activities tourism sector. For example, in the 2010 CAAN report on walking tourism,
the most popular type of accommodation was hotels. For NI tourists this was followed by B&Bs, but RoI
tourists on walking trips had a preference for hostels and camping.
February 2011
Activities Tourism – Sharing Success
6. SWOT analysis
6.1
Strengths
Range of activities - Diverse range of activities suitable to a variety of users.
Clear interest in activities – Both the consumer research and review of sector reports show that there is a
clear interest in activities and that this segment of the market is outperforming the wider market for
tourism in global terms.
Reputation – NI has a reputation for quality canoe trails, of which five have been developed throughout NI
and three new coastal trails under development.
Lower costs – NI has a lower cost base and offers better value for money than some neighbouring markets,
which is a key selling point in recessionary times.
Natural Environment – The coastline and countryside of NI makes it an ideal location for many activities
such as hillwalking and outdoor adventure activities.
Compact destination – Given the small geographic area, activities and points of entry to NI are relatively
close to one another. This allows for easy participation in both activities and other areas such as shopping
and cultural activities, providing a comprehensive offer for a break.
Exchange rates – Though not as good as they were toward the end of 2008, exchange rates are quite
favourable for those coming from the Eurozone, meaning good value for money.
6.2
Weaknesses
Venues - Lack of multi-use venues to act as hubs for both soft and hard adventure e.g. forest parks.
Knowledge gap - Poor knowledge of opportunities for activities within the tourism industry.
Climate – Most activities involve the outdoors and with a relatively poor climate (ie cold and wet weather),
activities may only be appealing to enthusiasts during poorer spells of weather.
Falling visitor numbers – Though activities have outperformed the wider tourism sector, falling visitor
numbers have had a negative impact, particularly on dedicated activities breaks in NI.
6.3
Opportunities
Ideal learning destination – Many tourists who are thinking about an activities holiday for the first time are
looking closer to home to try it out, rather than going to the expense of a distance holiday they may not
enjoy. NI could position itself as a destination for UK and Irish visitors to try new activities out.
Partnering – Most participation on holidays is done as part of a wider ranging holiday. Partnering between
activities providers, accommodation providers, cultural facilities/events, wildlife tourism operators and
other stakeholders in the tourism sector, could help to develop more wide ranging itineraries and packages.
This could in turn help to attract a wider audience of non-expert participants in activities.
Incentive travel – As part of the business travel market, incentive travel has been hit hardest by
recessionary times. Yet this has been traditionally associated with more exotic destinations. Promoting low
cost incentive travel may draw activities tourism from the business communities in key source markets.
6.4 Threats
Aging population – Activities are more popular among younger adults and an aging population presents
the largest threat to the future viability of more physical activities.
February 2011
Activities Tourism – Sharing Success
Consumer confidence – When economic conditions improve domestic tourists may be more confident
about booking overseas holidays, rather than looking to lower cost alternatives at home.
Longer working weeks – Anecdotal evidence suggests that consumers are working harder in the current
climate. This may result in tourists looking to solely relax when they are on holiday, rather than
participating in as much sporting activity.
7. Recommendations to maximise the market
7.1
Partnering for success
Many activities are limited to a few demographic groups. Partnering with other tourist operators to develop
itineraries may help appeal to a wider audience. For example offering adventure activities to younger
visitors and entry to cultural facilities for their parents, or combined golf and spa offers so that there are
itineraries for couples. Developed at a discounted price, this would also appeal to the cost conscious. NITB‟s
Product Partnerships – November 2010 business insight report is available to download Here.
7.2
Know who you’re talking to
Activities can be a key driver for families or 15-25 year olds, however they are only part of the decision
making process. For example, as indicated cn NITB‟s 2010 „Know to Grow‟ m[rk_tcna pl[n (available to
download Here), the key motcv[tcon `or „Youna [n^ lcv_ly‟ 15-25 years olds visiting a city may be to attend a
`_stcv[l or to ao „]lu\\cna‟. How_v_r, tb_y wcll pro\[\ly [lso w[nt to p[rt[k_ cn som_ `orm o` []tcvcty, su]b [s
Zor\cna. For tbcs s_am_nt, ct‟s [ll [\out \_cna youna `r__ and single and enjoying the underground scene. It
is therefore important that marketing communication contains all these messages.
7.2
Urban outdoor activities
Many tourists coming to NI visit urban areas and take short breaks. This can often put outdoor activities out
of reach. Where there are some urban based activities (such as indoor climbing walls, ice skating, etc)
available, even though there is a large amount of green space in Belfast e.g. canoeing on the Lagan, there is
a limited outdoor activities on offer in urban areas. This presents a key opportunity to offer activities to the
wider NI tourist market. For example cities like Paris and, closer to home, Dublin offer public bicycle rentals.
Tour guides could use facilities such as these to offer guided cycle routes, or walking tours through urban
centres.
7.3
Social networking
Social networking is already used by many activities providers as a promotional tool. This can be used more
effectively by asking participants to post photos of their experience on their social network home page and
t[a tb_ pbotos wctb \otb tb_ p[rtc]cp[nts n[m_ [n^ tb_ []tcvcty provc^_rs‟ n[m_. Tbrouab tbcs []tcvcty
provc^_rs wcll a_t ]l_[r vcsc\clcty [mona p[rtc]cp[nts‟ `rc_n^s [n^ `[mcly.
7.5
Family days
Many activities such as golf are not associated with families. There is opportunity to offer family days to
maintain interest of target audiences. For example, as shown earlier, many people give up golf due to family
commitments, time constraints and due to cost. Offering free child entry with adult green fees, or entry to a
driving range, may present a chance for parents to teach their children golf while on holidays. This would in
turn spur on another generation of golfers. This could be applied to many activities which require skills, but
can be taught by informal instruction.
7.6
Night time activities
The NITB Insight paper Tourism and the Pub -Maximising Opportunities - September 2010 (available to
download Here) notes that many visitors to NI feel it is somewhat lacking in night time activities. There
might be scope for adventure activities to take place at night. For example guided walking tours through
forests, or night angling for fishing enthusiast.
February 2011
Activities Tourism – Sharing Success
8. Conclusion
The activities marker has faced challenging conditions, but due to the diversity in the range of activities NI
is well placed to grow. This can be done by targeting younger consumers with existing activities, and also
through developing lighter activities for older or less participatory age groups.
Working with market trends, rather than trying to combat them is the key method to success. This means
offering competitive pricing, as well as incorporating family and relaxing time into activities and activities
packages. However, with so many activities available in NI and overseas, having a clear focused message
about what is on offer is key to success.
February 2011
Activities Tourism – Sharing Success
9. Sources
Accommodation Stock (NITB, November 2010)
Activities Holidays (Mintel UK, February 2010)
Activity Provider Research Report May – September 2008 (CAAN, 2008)
Activities undertaken by visitors to Northern Ireland 2009 (NITB, 2010)
Activities undertaken by visitors to Northern Ireland 2008 (NITB, 2009)
Activities undertaken by visitors to Northern Ireland 2007 (NITB, 2008)
Activities undertaken by visitors to Northern Ireland 2006 (NITB, 2007)
Activities undertaken by visitors to Northern Ireland 2005 (NITB, 2006)
Activities undertaken by visitors to Northern Ireland 2004 (NITB, 2005)
Adventure Travel Trade Association (ATTA) – www.adventuretravel.biz
Business Tourism Insights Paper (NITB, 2011)
Country Access and Activities Network (CAAN) - www.countrysiderecreation.com
Discover Northern Ireland - www.discovernorthernireland.com
Golf (Mintel UK, March 2009)
Northern Ireland Tourist Board – www.nitb.com
Outdoor Activities and Visitor Attractions (Mintel Ireland, December 2010)
RoI Tourism Facts 2009 (Fáilte Ireland, 2010)
Top 100 Golf Courses of the World – www.top100golfcourses.co.uk
Tourism Adventure and Activity Update 2009 – (Fáilte Ireland, 2010)
Tourism Facts 2009 (NITB, 2010)
Tourism Facts 2008 (NITB, 2009)
Tourism Facts 2007 (NITB, 2008)
Tourism Facts 2006 (NITB, 2007)
Tourism Facts 2005 (NITB, 2006)
Tourism Facts 2004 (NITB, 2005)
Trends in adventure activities 1995 – 2008 (CAAN, 2008)
TV Viewing Habits (Mintel Ireland, Due for publication March 2011)
Visitor Attitudes Survey (NITB, 2009)
Walking Tourism Insight Article (NITB, 2011)
Wildlife Tourism Insight Article (NITB, 2010)
This report has been compiled by Mintel Ireland & OCO Global on behalf of
NITB. Every care has been taken to ensure accuracy in the compilation of
this paper. NITB cannot accept responsibility for omission or errors but
these will be rectified in future publications when brought to our attention.
Please direct any queries to [email protected]
February 2011